About ETC

The European Travel Commission (ETC) is the non-profit organisation responsible
for the promotion of Europe as a tourist destination in third markets. Our 32 member National Tourism
Organisations work together to build the value of tourism to all the
beautiful and diverse countries of Europe through, in particular, cooperating in
areas of sharing best practices, market intelligence and promotion.

Research

ETC research activities are meant to deliver its members the intelligence support
necessary to keep a competitive edge in the global tourism market. ETC research
activities identify and analyse tourism market trends and produce knowledge on
relevant and fastest growing outbound markets. ETC also disseminates best
practice examples in the area of tourism marketing and promotion.

Summary

As millions more travel abroad each year, the competition to attract these visitors becomes ever fiercer. Yet the money spent by destinations on capturing their interest can be easily wasted if not properly channelled according to a comprehensive new report on tourism market segmentation by the European Travel Commission (ETC) and the World Tourism Organization (UNWTO).

This second in a series of joint ETC/UNWTO methodological handbooks, sets out to demystify the segmentation process by offering a practical guide to theory and practice on how to effectively identify and target potential tourists in order to optimize the return from marketing spend.
Market segmentation is crucial for National Tourism Organizations (NTO) and Destination Marketing Organizations (DMO) in making sure that their resources are used in the most effective way.

Everything they do media selection, destination positioning, branding, editorial, visuals, etc. revolves around the segments that have been identified as the most important. This is why monitoring and managing a portfolio of target segments that meet a destinations tourism objectives has become a critical function for any NTO or DMO. This new ETC/UNWTO manual, aimed ultimately at helping destinations improving their marketing effectiveness, is divided into four distinct sections.

The first sets out the theory and rationale for segmentation. Other areas look at the current methods and practices, detailing some of the main methodologies; at practical steps to introducing or developing further segmentation-based marketing activities, and finally at best practices in the area of tourism market segmentation, including the analyses of a number of case studies.

Please insertyour NAME & EMAIL

Thank you.

Thank you for your order!

You will soon receive an invoice for your order.Once your payment has been received, ETC will send you either a watermarked copy (as a PDF document)or a printed version of the study you have ordered by surface mail.

Would you have 20 seconds to answer to a short question ?

Thank you for your message

We appreciate that you have taken the time to write us. We will get back to you very soon.